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Market Research in the Age of AI

In this episode of Martechify, host Ekaterina Konovalova sat down with Madeleine McDonnald, Senior Manager of Consumer Insights at Nature’s Way, to explore how market research is evolving in the age of AI. Madeleine shared her journey from primary research to leading insights for one of the most established health and wellness brands, and offered a behind-the-scenes look at how Nature’s Way builds consumer empathy to drive brand strategy, innovation, and meaningful product development. 00:00 – Welcome to Martechify and guest introduction 00:36 – Madeleine’s background and role at Nature’s Way 01:10 – Nature’s Way & Integrative Therapeutics: brand overview 02:11 – How Nature’s Way approaches modern market research 03:40 – Empathy-driven insights and “jobs to be done” theory 05:05 – Consumer empathy immersion programs in action 07:12 – How AI is disrupting market research today 07:43 – Data quality challenges: bots, speeders, and AI-generated responses 09:15 – Leveraging AI as a tool (not a replacement for insight) 11:39 – Synthetic audiences, digital twins, and their limitations 13:49 – The future of market research: 2026 and beyond 15:47 – A human-centered story: longevity, aging, and brand messaging 18:44 – Empathy as a shortcut to trends and cultural relevance 19:53 – Final thoughts and wrap-up #Martechify #MarketResearch #ConsumerInsights #MarketingStrategy #AIinMarketing #GenerativeAI #MarTech #HealthAndWellness #BrandStrategy #CustomerEmpathy #DigitalTransformation #MarketingLeadership #ProductInnovation